A top executive of the global home furnishing giant IKEA told China.org.cn that she is positive that China welcomes global companies for cooperation and development.

"At a time when the world economic landscape is undergoing profound changes, the holding of the 3rd CIIE reflects China's determination and efforts to expand its openness, share its opportunities and promote inclusive development, and expresses its willingness to welcome companies from all around the world to China for cooperation and development, which is a very positive signal for multinational companies," said Anna Pawlak-Kuliga, CEO, president, and chief sustainability officer of IKEA China, at the 3rd China International Import Expo (CIIE) in Shanghai on Saturday.

Back in August 2019, long before COVID-19, the Swedish retailer had announced an ambitious China strategy for 2020's fiscal year, investing 10 billion yuan ($1.51 billion) in the country and hiring 3,000 employees over 12 months. Last year, IKEA China also launched its "Future+" strategy, which aims to provide consumers with convenient and inspiring experiences by using digitalization as an engine to develop online and offline omnichannel touchpoints. 

"Despite the challenges posed by the epidemic, IKEA China remains committed to this strategic direction. We have expanded our online channels with the launch of Tmall and the IKEA Shoppable app, and offline by exploring new business models to provide a variety of experiences to our customers, such as the opening of our first city shop in Shanghai's Jing'an district this year. This is in line with the trend of consumers wanting convenience online, but more of a party experience offline," she said.

Regarding their in-store operations, Pawlak-Kuliga said that the company has observed customers slowly returning and that the economy is recovering. They have also noticed that many people's lives have changed dramatically since the epidemic and that they are beginning to focus more on the things that have meaning in their lives. 

"People are looking for purpose in life. They still have dreams, but they care more about what's important in life. People are also developing a different perspective on companies and products. I think the future belongs to visionary brands - companies that offer something more than just products and prices - to create a better life for people while contributing to society and the environment," the executive said.

At the same time, Pawlak-Kuliga believes that the epidemic has caused people around the world to rethink the meaning of life and our relationship with nature and the planet. 

She added, "We have observed that Chinese consumers expect new and different forms of value in their homes and their daily lives, as well as a contribution to social and sustainable development. That's why IKEA is focusing on 'sustainable' and 'affordable' as its brand priorities for the 2021 fiscal year. Sustained, affordable, and meaningful products and solutions that inspire and support consumers to create a better everyday life, while looking to a better future through sustainable efforts across company operations, people, and communities."

According to IKEA China, with confidence and commitment to the Chinese market, IKEA will focus this year on sustainability with the theme "One Home One Planet." The company will also further present innovative and sustainable home furnishing concepts, provide consumers with "healthy, safe, and sustainable life at home" solutions, and discuss new practices and ideas in future home furnishing, the circular economy, and renewable energy with various stakeholders. 

As the 3rd CIIE's Partner on Green Development, IKEA will leverage the concept "circular IKEA" and give a second life to recycled PET materials by making them into CIIE souvenirs. IKEA will also provide sustainable products for public areas such as the CIIE's VIP rooms and public lounge to promote green, circular, and sustainable concepts. Additionally, IKEA will also debut a sustainable food - plant balls - and PET recycled material products.

"IKEA will continue to deepen our commitment to the Chinese market and use the CIIE as a platform to share affordable and sustainable products and solutions with Chinese consumers, inspire and support them to have a healthy, safe, and sustainable lives, and engage in dialogue with stakeholders from all walks of life to help sustainable development continue to further promote sustainability and contribute to a better future for Chinese society," concluded Pawlak-Kuliga.

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